Don't Let Poor #Stakeholder Communication Sink Your Product #Launch

TL;DR: Smooth sailing product launches require crystal clear communication with key #stakeholders. This article details the 4 critical stakeholders (CMO, CRO, CPO, CEO) and the 4 #launch artifacts (Launch Plan, Readiness Plans, Readiness Tracker, Status Brief) you need to master for a #successful launch.

Ever feel like your product launch is on track, only to hit a communication iceberg at the last minute?

Communication is the cornerstone of a successful launch, and a lapse can derail even the most meticulous plans. This article dives into the hows and whys of effective stakeholder communication for a tier 1 launch.

The Four Key Players: Stakeholder Spotlight

• Chief Marketing Officer (CMO): Cares about launch resource allocation and brand alignment.
• Chief Revenue Officer (CRO): Focuses on how the product impacts revenue and renewals.
• Chief Product Officer (CPO): Communicates the launch vision to their team and leadership.
• Chief Executive Officer (CEO): Needs to understand the launch's business impact and overall launch readiness.

The Four Pillars of Launch Success: Your Communication Arsenal

• Launch Plan: The North Star defines the launch's purpose and key elements.
• Launch Readiness Plans: Detailed roadmaps for each functional area's launch prep.
• Readiness Tracker by Functional Area: Tracks progress on each department's launch prep plan.
• Launch Status Brief: Summarizes the launch's current status for stakeholders.

The Launch Status Brief: Your Secret Weapon

This brief is your one-stop shop for keeping stakeholders informed. Here's what to include:

• Launch Dashboard: A high-level view of key dates, milestones, readiness progress, and open issues.
• Product Overview: A quick product summary for those getting up to speed.
• Launch Objectives & KPIs: Goals and key performance indicators using the Win, Keep, Grow, Steal format.
• Launch Readiness Roadmap: A visual timeline showing when each department will be launch-ready.
• Open Issues: A prioritized list of launch challenges and their current status.

Delivering the Message: How to Brief Your Stakeholders

There are two main approaches: asynchronous (emailing the brief) and synchronous (holding a meeting).

Synchronous briefings are highly recommended. Why? They allow for real-time discussion and prevent communication gaps. There are two options for synchronous briefings:

• One-on-One: Great for personalized interaction but lacks the group discussion benefit.
• Group Briefing: Encourages stakeholder interaction but can be tricky to schedule.

For tier 1 launches, prioritize a group briefing. Less critical launches can be slotted into existing stakeholder meetings.

Here are some additional tips for a successful briefing:

• Distribute the brief beforehand: Allow stakeholders time to review and come prepared with questions.
• Schedule enough time for discussion: 30-60 minutes, depending on your organization.
• Be transparent: Use the BLUF (Bottom Line Up Front) method - don't sugarcoat any information.
• Facilitate a dialogue: Encourage stakeholder questions to nip potential issues in the bud.
• Review the roadmap and open issues: Discuss progress, delays, and solutions.

By following these communication best practices, you can ensure a smooth and successful launch for your next big product!

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